"It was different with the phone - all of us working on the first iPhone were driven by an absolute disdain for the cellphones we were using at the time," said Ive. "That's not the case here. We're a group of people who love our watches. So we're working on something, yet have a high regard for what currently exists."

If the Apple Watch fails, we could end up looking back at this quote as the simple explanation. Apple offered up a solution for something it didn't consider problematic.